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Introduction - what you’re going to address, how you’re going to address it.

In this lecture I wish to look at a not uncommon way of writing and structuring books, dissertations and theses. This approach, I will argue, involves the writer announcing at the outset what he or she will be doing in the pages that follow. The default format of academic research papers and textbooks, it serves the dual purpose of enabling the reader to skip to the bits that are of particular interest and — in keeping with the prerogatives of scholarship — preventing an authorial personality from intruding on the material being presented. But what happens when this basically plodding method seeps so deeply into a writer’s makeup as to constitute a neutralisation of authorial voice, a limitation, a faux-objectivity?

DERRIDA, J. (1987) Glas, Nebraska: University of Nebraska Press

Academic Conventions are like an institutional framework for your work

They structure and standardise

They aspire to academic honesty

At this level you are expected to be able to:
Demonstrate a critical knowledge of practice
Apply theory to practice
Analyse relevant material

Evaluate theory and evidence within the context of study

Reflect – critiquing and critically reflecting on your learning and using this to improve practice.

Independent engagement with material
Critical and thoughtful about idea and information
Relates ideas to own previous experience and knowledge
Sees the big picture
Relates evidence to conclusions
Examines logic of arguments
Interested in wider reading and thinking

Ongoing preparation and reflection

How do I evidence deeper learning?

Academic writing is formal and follows some standard conventions

Each academic discipline has its own specialist vocabulary which you will be expected to learn and use in your own writing

The substance of academic writing must be based on solid evidence and logical analysis, and presented as a concise, accurate argument.

Academic writing can allow you to present your argument and analysis accurately and concisely.

Aim for precision. Don’t use unnecessary words or waffle. Get straight to the point. Make every word count.

If there is any uncertainty about a particular point, use cautious language (such as ‘may’, ‘might’, ‘could’, ‘potentially’).

Unless you are a confident writer, it is best to avoid over-long sentences and to aim for a mixture of long and short sentences for variation and rhythm.

Avoid repeating the same words

Terrible example of writing

Avoid Abbreviations and Contractions

Avoid slang words and phrases

Avoid conversational terms

Avoid vague terms

In many academic disciplines, writing in the first person is not acceptable as it is believed to be too subjective and personal. Many tutors prefer impersonal language to be used in assignments.

Give a brief summary of the work so far
Comment on your time management
Do you know what the final project will look like?
What steps will you take to ensure it gets there?
What areas of the project are you worried about?
What ‘risk management’ plans do you have?

How are you going to use the remaining tutorials?

Running Out of Time

15th Jan- 7 weeks away
Refer to your original plan
Be more disciplined than ever
Don’t prioritise the practical over the written element, or vice versa.
Set targets

BIBLIOGRAPHY SHOULD BE APHABETICISED BY SURNAME AND SEPERATED OUT INTO TYPES OF RESEARCH SOURCES (BOOKS / WEBSITES / JOURNALS / VISITS…)

Conclusion

In this lecture I have attempted to highlight the simultaneous necessity and limitations of a variety of academic conventions that institutionally frame research at undergraduate level. Put in slightly different terms, the necessity and limitations of structure per se. In doing so I hope to have broadly outlined a method for academic writing and the presentation of research in such work. As has been suggested, the contradictory nature of research sources on this topic can be disorienting for the budding researcher and, because of this, the importance of each individual finding consistent, but workable and personal, methods and approaches cannot be over-emphasised. Ultimately, ‘the default format’ of academic research, alluded to throughout, is one of many institutional codes, or discourses, that we have to learn to operate within, or perhaps subvert from within. The success of this maneuvre will ultimately determine ‘success’ in institutional terms, in the form of a grade but, hopefully, not at the expense of ‘success’ in different terms, be they creative, artistic, personal or such like.

MethodsHow the information you have found is…SourcedCollectedCollatedPresentedYou need to clearly evidence why you selected these methods of gathering information and selecting evidence and why they are most appropriate for your studyThis will make you appear to be in control and aware of what you are doing…Dictionary Definition Quote-TheoriesThese can help you decide upon these methods you use. Alternatively the martial you find may suggest the appropriate theories. Dictionary DefinitionChoose at least one key theory that relates to the material you are looking at….Shannon-Weaver Model-PsychologicalSocial History / MarxistPost Colonial AnalysisFeminist - different types of feminism -Action ResearchThere is an endless list of possibilities…Important - Choose the theories and methods most appropriate to your subject-1. Methods 2. Theories 3. Application1. Make decisions about how to collect and order information2. Choose a theoretical stand point3. Apply these to your study4. Explicitly outline this in the introduction. Address suggested failings in the conclusion. Make sure your project has direction. Assure a rigorously thought-out methodology from the start. -Different chapters outlining different parts of your study. Introduction - outline the methodology. Break down the different components of the analysis.EvidenceOutline a clear and consistent strategy. -Critical AnalysisWeighing up different sides of an argument. Making a selection based on an informed decision. Stepping away and using evidence and logic to come to your conclusion. Have an idea, don’t assume it’s correct, be critical and evaluate different stand points.Awareness of perspectives Two things which are quality correct. -Where was the author/artist/designer/photographer situated?Being skeptical about the sourcesFreud has been debunked by more modern theoriesTry to consider different points of viewHas it been supported by other theories?Has it been rejected or challenged by other theories?Where was the creator coming from intellectually?Where am I coming from?How it my choice of topic influenced by my emotions; aspirations; context?-Context is everythingNothing exists in a bubble, they’re influenced and produced by society, prejudices and pre-juxtopositons Consider the influence of one or more of the following;the time; place; society; politics; economics; technology; philosophy; scientific thought…-EvidenceWhat is the evidence for what you are saying?It’s not right or wrong, it needs to support your subjective take on the topic.Supporting research - quotes, research, experiments and observation.You need your own opinion.Could you find more evidence to support your conclusions?Distill all the evidence, summaries it, then come to a ultimate answer-EvidenceReasonLogicArgument-ArgumentWhat do I want to say?Have I got the evidence to back it up?Where else do I need to look in order to find more evidence?-TriangulationPitting alternative theories against the same body of dataUsing multiple approaches to a topic to compare and contrast to find the most relevantOr perhaps even complementary theoriesTheory X says [information] Theory Y says [conflicting information] Theory Z says [takes one side, or the other]Am I expressing myself clearly and logically?-A clear logical planKeep it simple - refine what you want to say and focus on a few key issuesLooking into your key issues in depth and bring in the maximum evidence in to support your views.Discuss your issues and the evidence you have found in a clear local mannerMore from the general to the specific

Doing your research project - Judith Bell371.3 - Library 6,000-9,000 word written element, and related practical work.Minimum 2.5 hours 1 on 1 support on the written element of the module - and additional support for the practical.Deadline - 15th of Jan, 4pm15 weeksTry to have a substantial draft submitted by Christmas

Project Overview

Start thinking about how those initial ideas are going to be turned into a dissertation and a synthesised projectWrite down all the questions you want to investigate, about your topic. Consider each on their merits and focus on two (primary & secondary)Write down first thoughts sheet for each questionWhat is the purpose of the study? Is your question researchable?Working title - empathises can be changed. The work must relate to that title

Project Outline

Consider timingConsider holidays/work/lifeThink about you working title and the different component parts that need researching.Allocate timings to eachDraw up a project outline based on the aboveAllow generous time for initial reading and writing upFactor in tutorials

Literature SearchReading takes more time than you thinkHow much can you actually read in 100 hours?Start by trying to find out all the key texts on your chosen topicFocus your reading based on an initial assessment of this surveyFinding key texts and plan time to read theseFind secondary sources / criticisms of key texts - triangulation Use journals http://jstor.org

Referencing

Start by compiling a bibliography at the beginning of the projectReference everything as you go alongInclude all details

As part of our COP3 proposals, we were asked to create a short, informal presentation, running over our ideas on what we want to do in COP3, and how we will research it over the summer.
Listening to all the other ideas within the presentations, as I was last, due to being cursed with a alphabetically lagging second name, my ideas evolved slightly from what's pictured within this presentation. As I will explain below.

I want to direct my work towards something relating to the 'first things first' manifesto, as my essay will encompass freudian methods of marketing towards men, and designing for the bad, designing for people to purchase things they don't need, with money they don't have, to impress people they don't care about. Rather than designing for something good, like a charity.

My idea is to apply the themes of consumerism, hidden persuasion and freudian methods to advertising, aimed at men, persuading them to spend on something good, rather than a commodity, in a nut shell.

I've conducted some quick research to develop how some cosmetics, such as soap, body wash and shampoo might be branded. Developing an idea of how existing brands apply their design to their products, I can do this to my own, which I will then integrate with the brand guidelines.

I'm looking into a collateral range, in which cosmetic products are features, and I will explore how they directly relate to other products within the branding.

The packaging using the colour schemes of the product throughout, in this case, the colours match that of the business cards.

The bottles use a wrap around label which contain the same branding as the bar soap packaging.

The products all work as a whole. The consistent colour schemes, especially on the labels helps the product represent the brand more, and using the red and white string to tie the brand further to the rest of the collateral

I've created a product called Fertility, a piece of packaging designed to look like the majority of male fragrances on the market today. Using a limited amount of colours, and minimalistic packaging so the product 'stands on it's own'. Yeah.

Roman typography on the front of the packaging, to show it's traditional high class stature, reminiscent of type carved into marble, perhaps. With a gothic font underneath for the less important information. A developed system of hierarchy.

An outline image of the bottle inside the packaging, once again sporting the minimalist style throughout the packaging. To reflect the high class feel of the product, and the idea that it can stand on it's own, without elaborate packaging.

The Synthesis of my practical element

The packaging, ‘Fertility; Fragrance For Men’ is designed to interact with the male audience. Based on Sigmund Freud’s theory of human nature and consumerism. The idea that all humans have suppressed animal instincts, such as sexual desires, which have no place in society; therefore they are ‘repressed’. My critical written element discussed the theme of consumerism targeted at the male audience. Sexual objectification, celebrity endorsement and ‘model envy’ which are used to convince and tempt the male audience to buy a product. Hoping that that product will become a gateway to the transformation of the consumer, into the image they have painted of themselves, forged through the product endorsement - making them look better, like the celebrity endorsing the product, for example.

Within the packaging, there is a 6ml bottle of fragrance. Extremely small, with a little amount of product within. The packing is 200mm in height, and 70mm in width and depth. The packaging is far larger than the product, deceptive, a fabrication-metaphor the male sex organ; a penis extension. A glorification, an exaggeration, similar to how a large majority of me portray themselves due to the to expectations of society - to which purchasing enhancing products is the answer, through the themes and ideas of consumerism.

Final Essay, for submission. How has the effects of Consumerism affected design in the early C20th? Focusing on the advertising aimed at the male audience, how advertising taps into their instinctual desires.

Before I begin to design my branding for this project, I want to get an idea of what some other companies have branded themselves as, how they have used their logos, and how they have applied a brand to a product.

I think the grid system the designer used to create this logo is wonderful. It allows for visual symmetry, within the logo, which in all results in a more aesthetically pleasing look, due to it's alignment.

The designer has also laid out the iconography along with the fonts for the branding. I think this a really interesting way to present some of the essential parts of the design, which might often be over looked.